| 1. |
- Paschen, Jeannette, et al.
(författare)
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Artificial intelligence (AI) and its implications for market knowledge in B2B marketing
- 2019
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Ingår i: Journal of business & industrial marketing. - : EMERALD GROUP PUBLISHING LTD. - 0885-8624 .- 2052-1189. ; 34:7, s. 1410-1419
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Tidskriftsartikel (refereegranskat)abstract
- Purpose The purpose of this paper is to explain the technological phenomenon artificial intelligence (AI) and how it can contribute to knowledge-based marketing in B2B. Specifically, this paper describes the foundational building blocks of any artificial intelligence system and their interrelationships. This paper also discusses the implications of the different building blocks with respect to market knowledge in B2B marketing and outlines avenues for future research. Design/methodology/approach The paper is conceptual and proposes a framework to explicate the phenomenon AI and its building blocks. It further provides a structured discussion of how AI can contribute to different types of market knowledge critical for B2B marketing: customer knowledge, user knowledge and external market knowledge. Findings The paper explains AI from an input-processes-output lens and explicates the six foundational building blocks of any AI system. It also discussed how the combination of the building blocks transforms data into information and knowledge. Practical implications - Aimed at general marketing executives, rather than AI specialists, this paper explains the phenomenon artificial intelligence, how it works and its relevance for the knowledge-based marketing in B2B firms. The paper highlights illustrative use cases to show how AI can impact B2B marketing functions. Originality/value The study conceptualizes the technological phenomenon artificial intelligence from a knowledge management perspective and contributes to the literature on knowledge management in the era of big data. It addresses calls for more scholarly research on AI and B2B marketing.
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| 2. |
- Paschen, Jeannette, 1974-, et al.
(författare)
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Unpacking artificial intelligence – How the building blocks of artificial intelligence (AI) contribute to creating market knowledge from big data
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Annan publikation (övrigt vetenskapligt/konstnärligt)abstract
- Purpose:This study explains artificial intelligence (AI) and its contributions to creating market knowledge from big data. Specifically, this study describes the foundational building blocks of any AI technology, their interrelationships and the implications of different building blocks with respect to creating market knowledge, along with illustrative examples. Design/methodology/approach:The study is conceptual and proposes a framework to explicate the phenomenon AI and its building blocks. It further provides a model of how AI contributes to creating market knowledge from big data. Findings:The study explains AI from an input–processes–output lens and explicates the six foundational building blocks of AI. It discusses how the use of different building blocks transforms data into information and knowledge. It proposes a conceptual model to explicate the role of AI in creating market knowledge and suggests avenues for future research. Practical implications:This study explains the phenomenon artificial intelligence, how it works and its relevance for creating market knowledge for B2B firms. Originality/value:The study contributes to the literature on market knowledge and addresses calls for more scholarly research to understand AI and its implication for creating market knowledge.
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| 3. |
- Whittaker, Lucas, et al.
(författare)
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"All Around Me Are Synthetic Faces" : The Mad World of AI-Generated Media
- 2020
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Ingår i: IT Professional Magazine. - : Institute of Electrical and Electronics Engineers (IEEE). - 1520-9202 .- 1941-045X. ; 22:5, s. 90-99
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Tidskriftsartikel (refereegranskat)abstract
- Advances in artificial intelligence and deep neural networks have led to a rise in synthetic media, i.e., automatically and artificially generated or manipulated photo, audio, and video content. Synthetic media today is highly believable and "true to life"; so much so that we will no longer be able to trust what we see or hear is unadulterated and genuine. Among the different forms of synthetic media, the most concerning forms are deepfakes and general adversarial networks (GANs). For IT professionals, it is important to understand what these new phenomena are. In this article, we explain what deepfakes and GANs are, how they work and discuss the threats and opportunities resulting from these forms of synthetic media.
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| 4. |
- Berthon, Pierre, et al.
(författare)
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CGIP : MANAGING CONSUMER-GENERATED INTELLECTUAL PROPERTY
- 2015
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Ingår i: California Management Review. - : UNIV CALIF. - 0008-1256 .- 2162-8564. ; 57:4, s. 43-62
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Tidskriftsartikel (refereegranskat)abstract
- Two related trends characterize the recent past: value propositions are migrating from the physical to the informational, and value creation is shifting from firms to consumers. These two trends meet in the phenomenon of "consumer-generated intellectual property" (CGIP). This article addresses the question: "How should firms manage the intellectual property that their customers create?" It explores how CGIP presents important dilemmas for managers and argues that consumers' "intellectual property" should not be leveraged at the expense of their "emotional property." It integrates these perspectives into a diagnostic framework and discusses eight strategies for firms to manage CGIP.
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| 5. |
- Brown, Terrence, 1962-
(författare)
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An Evaluation of Crowdsourcing as a Tool for Marketing Activities
- 2019
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- Advances in technology and social media have facilitated the rapid development of crowdsourcing as an innovative tool within the field of marketing. This has driven researchers to investigate more deeply the phenomenon of crowdsourcing as a marketing innovation. The overall purpose of this thesis is expressed as: To explore and describe the use of crowdsourcing within the field of marketing. More specifically, the primary purpose of the thesis is to understand better - How crowdsourcing can be used as a marketing tool. This thesis aims to illuminate the gap in the extant marketing literature by reviewing current academic knowledge surrounding crowdsourcing and marketing. The use of the crowd as a marketing tool is growing primarily because of the advent of the Internet; however, as technology continues to advance the possibilities, challenges and side effects of crowdsourcing also change. These also need to be investigated continually. More specifically as digital marketing moves from a Web 2.0 environment to a Web 3.0 environment there will be new opportunities as well as pitfalls. As a result, new and relevant marketing problems exist at the nexus of crowdsourcing and marketing.The research problem is sub-divided into the following four research questions:RQ1: To what extent are crowdfunding platforms accessible to organizations as a marketing channel and, if so, what role can these platforms play?RQ2: How will the shift from Web 2.0 (and active-user input) to Web 3.0(and passive-data/sensor–based input) impact the new opportunities/product development process?RQ3: How can user-generated content help firms make strategic decisions about new business opportunities? RQ4: How is the evolution of crowdsourcing impacting information externalities and consumer privacy and how is this impacting marketing? This research is further divided into two sections. The first part investigates marketing activities specifically new opportunities/product development, advertising and promotion, and marketing research. The second section focuses on one of the possible repercussions of crowdsourcing in the marketing process. Most research on crowdsourcing focuses on the first section (i.e., the marketing activities) and how crowdsourcing is a positive marketing tool. Much less research aims its attention on the consequences and/or potential negative aspects of crowdsourcing.This thesis consists of two published papers and two studies. Each project handles one of research questions. The first two papers and the first study focus on three marketing activities (i.e., advertising, promotion and sales, new product and service development, and market research). The second study focuses on one of the possible consequences of the growth of crowdsourcing as a tool in the marketing process.While each paper and study has its own individual contributions, the overall contribution of this study is multi-fold. First, it develops a definition of crowdsourcing as: a tool or process by which the firm can increase or expand the resources to which it has access to by using the collective effort of a group of individuals or organizations. Second, as a result of these four research projects, crowdsourcing can further be seen as a situational, contextual and flexible tool that can be used in many different organizational contexts. The specific context for this thesis is marketing and as a result, crowdsourcing can play a wide variety of marketing roles.
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| 6. |
- Dabirian, Amir, et al.
(författare)
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A great place to work!? : Understanding crowdsourced employer branding
- 2017
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Ingår i: Business Horizons. - : Elsevier. - 0007-6813 .- 1873-6068. ; 60:2, s. 197-205
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Tidskriftsartikel (refereegranskat)abstract
- The benefits provided by employment and identified with a specific employing company are referred to as employer branding. We argue that when employees use IT to share and access work-related experiences openly across organizations, their expectations and assessments of workplaces change. We collected 38,000 reviews of the highest and lowest ranked employers on Glassdoor, an online crowdsourced employer branding platform. Using IBM Watson to analyze the data, we identify seven employer branding value propositions that current, former, and potential employees care about when they collectively evaluate employers. These propositions include (1) social elements of work, (2) interesting and challenging work tasks, (3) the extent to which skills can be applied in meaningful ways, (4) opportunities for professional development, (5) economic issues tied to compensation, (6) the role of management, and (7) work/life balance. We clarify that these value propositions do not all matter to the same extent and demonstrate how their relative valences and weights differ across organizations, especially if institutions are considered particularly good or bad places to work. Based on these findings, we show how employers can use crowdsourced employer branding intelligence to become great places to work that attract highly qualified employees.
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| 7. |
- Dabirian, Amir, et al.
(författare)
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Employer Branding : Understanding Employer Attractiveness of IT Companies
- 2019
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Ingår i: IT Professional Magazine. - : IEEE COMPUTER SOC. - 1520-9202 .- 1941-045X. ; 21:1, s. 82-89
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Tidskriftsartikel (refereegranskat)abstract
- Attracting and retaining IT talent remains challenging for IT ecutives. The limited supply of highly skilled candidates, combined th high workforce mobility, results in considerable hiring, training, d developing costs. To help IT employers overcome these challenges, e authors discuss employer branding as one strategy to manage firms' putations as "great places to work." Based on a content analysis of arly 15 000 employee reviews, this article identifies and describes ght values that IT professionals care about when evaluating IT ployers, highlights which values are most important, and provides commendations for how IT firms can use employer brand intelligence to tract and retain IT talent to remain competitive.
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| 8. |
- Dabirian, Amir, et al.
(författare)
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Enticing the IT crowd : employer branding in the information economy
- 2019
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Ingår i: Journal of business & industrial marketing. - : EMERALD GROUP PUBLISHING LTD. - 0885-8624 .- 2052-1189. ; 34:7, s. 1403-1409
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Tidskriftsartikel (refereegranskat)abstract
- Purpose The purpose of this paper is to develop an instrument to measure employer branding in the information age. Firms increasingly migrate from matter-intensive business models to information-intensive models, where value lies in information rather than the physical objects. This shift has, in turn, led to a change in employee work skills. This is particularly true in the information technology (IT) sector, where firms rely on a limited supply of skilled labor. Employer branding, a firm's reputation as a place to work, is an important strategy to attract and retain employees. Design/methodology/approach From the literature, the authors developed and refined an instrument to measure key value propositions of employer brands. The potential IT employees surveyed in the study were students enrolled in the disciplines of computer science and information systems at a comprehensive university in North America. The study went through three stages resulting in an instrument for psychometric properties. Findings This research revealed eight employer branding value propositions that future IT employees care about. These dimensions are important for both IT firms and industries competing for skilled IT labor to understand and manage. Originality/value This paper extends the work of Berthon et al. (2005) on employer branding to the information intensive age and particularly the IT sector. It allows executives to manage and measure their employer brand so as to maximize competitive advantage in attracting and retaining skilled employees.
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| 9. |
- Dunne, David, et al.
(författare)
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Can Design Thinking Succeed in Your Organization?
- 2022
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Ingår i: MIT Sloan Management Review. - : Massachusetts Instiitute of Technology. - 1532-9194 .- 1532-8937. ; 64:1, s. 60-67
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Tidskriftsartikel (refereegranskat)
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| 10. |
- Ferreira, Caitlin, et al.
(författare)
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The sharing economy’s impact on motivations to enter hybrid entrepreneurship : Using self-determination theory as an explanatory framework
- 2021
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Ingår i: International Review of Entrepreneurship. - : Senate Hall Academic Publishing. - 2009-2822. ; 19:1, s. 93-116
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Tidskriftsartikel (refereegranskat)abstract
- The expansion of the sharing economy has significantly disrupted industries and transformed classifications of employment. The sharing economy has reduced barriers to entry for entrepreneurs, however the decline in entrepreneurship in many countries seemingly contradicts this. Hybrid entrepreneurship (HE), however, has seen substantial growth aligned to the sharing economy’s development. This paper explores the link between the sharing economy and motivations for pursuing HE, in particular using the self-determination theory as a theoretical framework. Through the use of semi-structured interviews with 20 hybrid entrepreneurs, four extrinsic and four intrinsic motivations were identified. The research highlights the extent to which the sharing economy has changed the path of entrepreneurial venture development, easing the accessibility thereof. This research has implications for many stakeholders in the sharing economy. Future researchers should consider whether an individual’s industry of salaried employment impacts their primary motivation for pursuing HE, examine the impact of regulation on the sharing economy and develop strategies for established businesses under threat as a result of sharing economy business models.
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